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As digital marketers, we see and support all kinds of campaigns and creative projects, and video always stands out for its unique ability to engage with a viewer and tell a story. Before deciding to embrace video, though, you need to define your target audience, review best practices for using the format, and determine the best deployment strategy for getting the most out of your investment.

Video is just one way of communicating, but it is not the only way. Even though video is working its way deeper into the fabric of business—even into the C-suite, according to Forbes—it needs to be thoughtfully applied. Consider the difference between two types of videos: one created for prospective customers in the exploration phase; another video target to qualified leads who are close to becoming customers.